L'Italo-Americano

THURSDAY, SEPTEMBER 7 2023 www.italoamericano.org 16 L'Italo-Americano I n the heart of Italy, where art and innova- tion are as natural as the olive trees that dot the landscape, a com- pany was born in 1920 that would come to define the very essence of Italian cre- ativity: FILA (Fabbrica Ital- iana Lapis ed Affini). Every I t a l i a n s i n c e t h e n k n o w s FILA well: we all had Giotto colored pencils in our pencil cases when we were in ele- mentary school and loved showing off our artistic atti- tude by drawing and writing on our school diaries with colorful Tratto Pen. Plus, who hasn't played with Pongo, or made a little keepsake for their mom using Das? From its humble begin- nings as a pencil manufactur- er in Florence, FILA evolved into a global empire, coloring the world with its vibrant hues and imaginative prod- ucts. When FILA first opened its doors under the direction of Count Giuseppe della Gherardesca, it was a small enterprise focused on craft- ing quality pencils. However, the company's founders had a v i s i o n t h a t e x t e n d e d beyond graphite and wood, they saw the pencil as a tool of expression, a conduit for creativity that could unlock the imagination of both chil- dren and adults. The compa- n y ' s l o g o , d e s i g n e d by Severo Pozzati (Sepo), drew inspiration from Flo- rence's iconic lily and made FILA products immediately recognizable. By 1921, FILA h a d a l r e a d y r e g i s t e r e d the Tosca and Orion brands for its graphite pencils, and by 1922, their catalog boasted a hundred different types of pencils, including copiers, colored, and dual-color pen- cils. In 1925, FILA introduced the Giotto range of crayons, a game-changer in the mar- ket: this range would later expand to include 37 differ- e n t w a t e r c o l o r s h a d e s b y 1932. The image of Giotto drawing on a stone in the p r e s e n c e o f h i s m a s t e r , Cimabue, became an iconic representation of the brand, capturing the collective imag- ination since 1933. In 1973, FILA launched the Tratto Pen, a writing instrument that sold four million pieces in just four days. This pen wasn't just a writing tool, it was an experi- ence that offered smooth, uninterrupted writing and it quickly became one of FILA's most iconic products, which remains incredibly popular e v e n t o d a y . T h r o u g h t h e decades, FILA followed a pre- cise growth strategy, which included acquiring iconic I t a l i a n b r a n d s l i k e D A S , Pongo, and Didò (all prod- ucts akin to playdough), each adding a unique flavor to the company's portfolio. The company went public on the Milan Stock Exchange in 2015, a move that opened up new avenues for interna- tional collaborations and acquisitions, allowing FILA to broaden its horizons like never before. O n e o f t h e c o m p a n y ' s most noteworthy achieve- ments came in 2011 when it had the honor of producing the official pencil for Italy's 150th Unity anniversary, w h i c h s h o w c a s e d F I L A ' s commitment to quality and its deep-rooted connection to Italian culture and heritage. In 2016, FILA made head- lines again by acquiring Can- son, the esteemed French brand known for its high- quality paper: with Canson u n d e r i t s u m b r e l l a , F I L A expanded its product range to include premium art papers, t h e r e b y o f f e r i n g a r t i s t s a more comprehensive suite of t o o l s f o r t h e i r c r e a t i v e endeavors. In recent years, FILA has also hit the headlines for its commitment to sustainabil- ity. Respecting the environ- ment is a cornerstone of its corporate philosophy, and it reflects a deep understanding of the interconnectedness between art and the environ- m e n t . O n e o f t h e m o s t notable initiatives in FILA's shift towards sustainability has been its move to eco- friendly packaging: recogniz- i n g t h a t p a c k a g i n g c o n - tributes significantly to waste, t h e c o m p a n y a d o p t e d biodegradable and recyclable materials. In terms of manu- facturing, FILA implemented energy-efficient processes that reduce carbon emissions and also focuses on using water-based inks and dyes, which are less harmful to the environment compared to their solvent-based counter- parts. Additionally, FILA is exploring the use of renew- able materials in its products, such as recycled or sustain- ably sourced wood for its pencils and crayons. Today, FILA is a global phenomenon, with products available in over 150 coun- tries. The company adapted its products to suit diverse cultural needs, making it a truly multicultural brand. W h e n w e t h i n k of eau de cologne, the city of Cologne in Germany often comes to mind. However, few know that this iconic fra- grance was actually created by an Italian perfumer, Gio- vanni Maria Farina. In the early 18th century, Farina moved to Cologne and craft- ed a scent that reminded him of fresh spring mornings, m o u n t a i n d a f f o d i l s , a n d o r a n g e b l o s s o m s i n h i s homeland. He named it "Eau de Cologne" in honor of his new city, but the essence was purely Italian. Farina's original eau de cologne was a blend of citrus oils from lemon, orange, tan- gerine, bergamot, and lime, mixed with oils from flowers and herbs like lavender and rosemary. This seemingly simple concoction captured t h e e s s e n c e o f t h e Mediterranean, evoking the sun-soaked landscapes and zesty air of Italy. Over the years, the formula was adapted and diversified, but the core elements remain. In fact, eau de cologne stood the test of time, its appeal tran- scending generations and social classes: from the royal courts of Europe to modern- day perfume counters, this fragrance never lost its allure. Its light, refreshing notes make it versatile, suitable for both men and women, and perfect for any occasion. Over the centuries, eau de cologne found favor among some of the most illustrious figures in history. Napoleon Bonaparte was said to be particularly fond of the fra- grance, using it not just as a personal scent but also for m e d i c i n a l p u r p o s e s : h e reportedly went through sev- eral bottles a day, a testament to his deep affinity for this Italian creation. Queen Victoria, another iconic figure, was also capti- vated by the refreshing scent of eau de cologne, which she had specially imported and even used as a tonic, believ- ing in its revitalizing proper- ties. I n m o r e r e c e n t t i m e s , celebrities like Audrey Hep- burn and Cary Grant were linked to this timeless fra- g r a n c e , a d d i n g a t o u c h o f Hollywood glamour to its his- tory. T o d a y , I t a l i a n b r a n d s like Acqua di Parma con- tinue to celebrate the legacy of eau de cologne, offering their own interpretations that pay homage to Farina's origi- nal masterpiece. While the e s s e n c e o f t h i s f r a g r a n c e remains unchanged, contem- porary perfumers have intro- d u c e d n e w e l e m e n t s l i k e m u s k , a m b e r , a n d e x o t i c spices, adding layers of com- plexity to the original formu- la. Yet its soul - a wholly Ital- i a n s o u l - r e m a i n s unchanged. In the world of perfumes, eau de cologne has an important place.This timeless fra- grance was invented by an Italian (Photo: Bveronica/Dreamstime) In Italy, colored pencils like these have a special name: Fila (Photo: Andy Nowack/Dreamstime) E a u d e C o l o g n e : a n I t a l i a n essence born in Germany The palette of a nation: FILA's century-long journey in coloring Italy and the world LA VITA ITALIANA TRADITIONS HISTORY CULTURE

• Cover